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Game of Thrones

Returning for the premiere of its fifth season, Game of Thrones was looking to break new fan engagement records. So we tempted everyone with a challenge: #CatchDrogon, the first worldwide social dragon hunt. To do this, we completely gamified Twitter, setting the rules that fans must set bait, wait and - if Drogon appears - retweet him within two minutes. Otherwise, he'll be gone.

By premiere time, we not only added 45,000 new followers for GoT on Twitter, but #CatchDrogon saw over 1.03 billion impressions.

#CatchDrogon Case

Launch Post

The Game of Thrones handle kicked off the game on the day of the Season Five premiere. Within two hours, #CatchDrogon was trending ahead of Masters Sunday.

Example Bait

Example of Brand Participation

State Farm/NBA - Film

State Farm agents and NBA point guards have one thing in common: they were born to assist. So we created twins Cliff and Chris Paul, brothers separated at birth whose story, chapter by chapter, creates an assist fable.

Born to Assist

Born to Assist 15

The Power of an Assist

Legacy of the Assist

Legacy of the Assist 15

Legacy of the Assist 15

Future of the Assist

BALLERS

#BallersIntroContest

State Farm ID

To bring Cliff Paul to life for fans, we collaborated with Jordan brand to create his signature argyle and Cliff touches in the launch of Jordan CP3 on iD. This resulted in the first shoe and apparel line that's Worn to Assist from the brothers who were Born to Assist.

Worn to Assist

McDonald's/NFL

Players can’t stop talking about McDonalds. Even on the football field. This campaign was the first brand to use the popular influencer Bad Lip Reading to help demonstrate players immense love for Mighty Wings and more.

In fact, this campaign was early credited for understanding how to advertise to the ever elusive Millinneal audience.

McDonald's Mighty Wings

McDonald's Dollar Menu

McDonald's Menu

Macy's

In the age of makeovers, only a department store like Macy's could pull off the biggest of them all: The Million Dollar Makeover. We recruited Clinton Kelly of What Not to Wear and introduced this online series that became a TV show. We received over 20,000 entries, narrowed down to 8 participants and gave one lucky woman the dream of her life.

Macy's Million Dollar Makeover

Tune In Promo

Makeover Finale

State Farm

Any other jingle just isn't the same.

Grandma

Fisherman

Macy's Believe

For children, the holidays are magical. And this augmented reality app for Macy's brought magic to life in the form of the the popular character, Virginia.

Macy's Believe-O-Magic App

CBS The Early Show

And, with the help of carefully choreographed puppeters, Virginia even brought her magic to the talk show circuit.

SILICON VALLEY

Silicon Valley and Game of Thrones were launching on the same night. So what to do? Create a cross-promotional web series in which "geek" culture could truly geek out. "Chattin' Thrones" successfully launched to fan love that received 2,300,000+ plays in a week.

Keurig

HBO NOW

As a standalone streaming service, HBO NOW is the perfect way for Millennials to cut the cable cord - and the parental cord. Really, it's HBO's way of saying, "Welcome to Adulthood."

So we created #StartingNOW, an activation in which HBO NOW provided help and advice for Millennials as they entered the next stage in life. This included a site from which people could send actual audio "Good Luck" greeting cards, as well as a PopKey Gif keyboard with shareable messages.

#StartingNow Card

#StartingNow Card

Rozerem

If you can't sleep, then you can't dream. And that means your dreams are desperately bored without you. Not your typical way to promote a sleep drug, but it worked.

Football

Harmonica

House of Cards

Knitting

Cards

Scooby Farm

State Farm takes the mystery out of insurance for everyone. Even cartoon characters.

Scooby

Appetite

Rooby-Roo

HBO NOW

The TV landscape has grown exponentially, making it difficult to know what’s actually good versus a waste of time. So to entice people toward HBO NOW, we reminded people that HBO has only ever put out high-quality programming, and they have a massive catalogue on demand to prove it.

We struck up a fertile social conversation around the greatest HBO viewing of all time, knowing that it would get people talking. And we spurred it on with Gifs and cards that instigated fans and celebs to participate.

Based on chatter, we created the greatest 24-hour playlist and offered it for free, resulting in views of the selected shows increasing by 200% on HBO NOW. That ultimately drew them back to the world of HBO and away from the clutter elsewhere.

Editor's Pick

Announcement Card

Announcement Gif

Promoting Conversation

Promoting Conversation

The Winners Announced

Greatest Fan Ever

A super fan went so far as to watch all 24 hours and document her experience.